Cultural content is increasingly influencing global travel decisions, with films, TV series, and music tours becoming significant drivers of destination choice, according to Civitatis. The company’s data reveals a structural shift in travel behaviour, with notable booking spikes linked to cultural phenomena.
Andrés Spitzer, CEO of Civitatis, highlighted the transition from inspiration to conversion, stating, “Cultural trends have become one of the most powerful drivers of travel demand.” He emphasised the strategic importance for destinations and travel brands to understand this evolving relationship between culture and tourism.
The trend of "set-jetting"—travelling to locations featured in films and TV series—has moved from niche to mainstream. Long-standing franchises like Gladiator and Outlander continue to boost tourism, with the latter driving a 43% increase in activity bookings in Scotland in 2025. Similarly, Game of Thrones maintains demand in Dubrovnik and Belfast.
Music tourism is emerging as a real-time demand accelerator. Concerts by artists like Coldplay and Ed Sheeran have led to significant booking increases in cities such as Budapest and Madrid. Notably, Bad Bunny’s tour in Puerto Rico resulted in a 234% rise in bookings in 2025 compared to 2024.
Civitatis notes that cultural drivers are now a central influence on travel, reshaping demand patterns across the tourism ecosystem. This shift supports a more diversified and sustainable tourism model, extending beyond iconic locations to include gastronomy, wellness, and cultural immersion
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
